Until recently, many natural beauty products were not as efficacious as their conventional counterparts. Now, in 2018, we are not only are we more aware of what is going into our products, the products offer on-trend and highly pigmented colors. One of the most popular tools for identifying safer products is the "Skin Deep Cosmetics Database" from the Environmental Working Group (EWG).
They provide safety ratings on personal care products and ingredients with a hazard score of 1-10 based on known and suspected hazardous ingredients. Some things to watch for are: parabens, sodium lauryl, fragrance, triclosan, DEA and TEA, formeldehyde and oxybenzone.